2022 global food and beverage trends From Yingminte
The following is the 2022 global food and beverage trends From Yingminte recommended by recordtrend.com. And this article belongs to the classification: Life data.
01. Trend 1: under control
According to the analysis of inminster, in a period of uncertainty, consumers want to have a sense of control over their lives. The slowdown in the pace of life during the epidemic also gives people more time to think about their relationship with the earth. Inminster surveyed 1200 Chinese Internet users aged 18-59. 61% of Chinese consumers said that being transparent to product information and production information can enhance their good impression of the enterprise / brand. In addition to clear product information, brands also need to convey to consumers their participation in environmental protection and the practice of corporate social responsibility in more detail.
David Faulkner, director of food and beverage of IMINT, explained that consumers’ “control” of food and beverage is reflected not only in the micro level of meeting individual needs, but also in the macro level of decisions affecting communities, countries or the earth.
In 2022, people want to see the credibility and more concrete practical progress of the brand in terms of health, environment and moral commitment. In this context, the food industry has the following trends for reference:
1. Now: help consumers regain control of their health
In 2022, affected by the epidemic, many consumers will want to “take full control” of their health. As consumers want to protect their health in various ways, food brands can add additional personalized functional ingredients to meet the increasingly subdivided health needs.
For example, in December 2021, Nestle China Innovation Incubator launched “milk wolfberry”, which uses Chinese traditional ingredients wolfberry and Nestle’s “patented emulsification” technology to melt and extract milk and wolfberry into freeze-dried powder. According to the ingredient label, the milk wolfberry solid beverage has only three ingredients: wolfberry, milk powder and vitamin E. [1] The product has a relatively clean ingredient list, and matches Chinese nourishing medicine medlar with milk powder.
New product “milk Qi” launched by Nestle China Innovation Incubator photo source: Nestle
The protein bar launched by Japanese brand Morinaga is additionally added with Lactococcus lactis, and there are obvious marks on the package.
Morinaga protein bar
Source: Morinaga
2. Now: managing health through a healthy diet without guilt
The stress of daily life during the epidemic has led many people to hope to get comfort from their diet and even “retaliatory eating”. By 2022, more consumers are looking for healthier products to help them achieve their goals of healthy diet and weight control.
According to the survey of IMINT, the healthy food and beverage in the form of fast food attracts 45% of Japanese adults. For these people, their busy lifestyle makes it difficult for them to maintain a healthy diet, and their demand for products that can control their weight will be more urgent.
Korean food brand hongblanc once launched a “brown rice slimming potato chip”, which is said to be made of brown rice and sea salt. It has low fat, sodium and calories, about 98kcal per serving.
Hongblanc brown rice thin potato chips
Japan Lotte food has also launched a “weight management gum”, which is a functional food in Japan.
Lottespearint weight management gum
Fruit and vegetable fiber clear body brand “21beauty” is a health food brand that focuses on 0 adding “cleaning label”.
21beauty product} image source: 21beauty
The product design principle of 21beauty is: the formula shall not exceed 6 kinds of food, and sucrose, sugar substitutes and additives shall not be added. In addition, the functional formulas in the product, such as bird’s nest acid, sodium hyaluronate, astaxanthin, collagen and other raw materials, are added according to the standard of daily effective amount in scientific literature, without conceptual addition. [1]
3. Now: responsible for environmental and ethical commitments
The trend predicts that consumers will expect the brand to be more transparent in terms of environmental protection and corporate social responsibility. Japanese coffee brand AGF has obtained some environmental certification and launched products with environmental certification marks.
AGF green world eared coffee} photo source: AGF
Yukotagawa has also launched bag brewed coffee certified by the rainforest. The “Rainforest Alliance” (International NGO) that issued this certification will evaluate the benchmarks of coffee producing areas such as ecological protection, pesticide use, waste management and labor rights. Only coffee that passes the benchmark and is certified can be called “rainforest certified coffee”.
Yutianchuan coffee rainforest bag bubble series photo source: yutianchuan coffee
According to IMT analysis, most consumers can understand that it takes some time for enterprises to be environmentally friendly and bear corporate social responsibility. At present, brands that fail to achieve their goals and have low ratings can also win trust through honest recognition and publication of improvement plans.
4. Now: increased interest in moral statements
Tan Heng Hong, Asia Pacific food and beverage analyst at imit, also noted the ethical statement in dairy products. “As consumers look at dairy products from an ethical perspective, dairy companies in the Asia Pacific region can pay more attention to ethical dairy agriculture. In China, 24% of consumers refer to high standards of animal welfare when choosing food and beverage products.”
5. In the near future: strive to communicate openly with consumers
In order to give consumers a “sense of control”, enterprises need to provide detailed and true information, and can also introduce the conclusions of third-party testing institutions as endorsements. Moreover, according to the analysis in the global food and beverage trends in 2021, consumers want to know more details about product pricing. For example, if the product price is higher than the average level because the brand has invested in health, environment and corporate social responsibility, then enterprises need to disclose this information and establish communication with consumers.
6. Recent: standardization and measurement of climate and moral commitment
As mentioned in the climate issue of global consumer trends of immente 2022, sustainable consumers prefer to choose products with a carbon footprint on agriculture, transportation, processing and other factors.
Jindian launched 0 aluminum foil low-carbon aseptic paper-based composite packaging last year. According to the brand, it can reduce the carbon footprint by 41.8%.
Jindian’s environmental protection packaging picture source: microblog @ Jindian
The ethical verification of the global consumer trend of immente 2022 predicts that consumers will seek tangible and measurable ethical commitments in areas such as animal welfare and fair pay. In fact, 37% of Chinese consumers said they were ready to resist immoral companies.
7. Future: technology makes “in control” easier
In the next five years, consumers will buy food, beverages and catering services with traceable raw materials, and more consumers will have the opportunity to buy food and beverages produced by efficient and controllable technology. Yingminte surveyed 1000 Internet users over the age of 18. The results show that 37% of Chinese consumers have tried / are interested in trying food and beverages produced by indoor farms.
Notco, a Chilean plant-based food technology company, used an AI algorithm system called Giuseppe to participate in product development. After the sample is released, Giuseppe will further put forward optimization suggestions according to the manual evaluation feedback to help product development decisions until the product is released. [2]
Some products of notco} photo source: notco
At the same time, the introduction of technology will also optimize the “control” experience. For example, smart phones can filter out some information through personalized preference settings, so that consumers can easily obtain the information they care about. AI and AR technologies may be used to optimize consumers’ shopping experience and provide consumers with more personalized and healthy eating plans.
02. Trend 2: enjoy yourself
According to the prediction of “comfort and pleasure” in the global consumer trend 2022 by IMT, after the epidemic blockade, consumers are eager to break through the shackles, explore and enjoy novel experiences. Consumers will seek products that enhance the flavor, color, texture, aroma and interactive experience of food and beverage. Yingminte surveyed 2948 Internet users over the age of 18. 56% of Chinese consumers have used and will continue to use delicious food to improve their emotional status.
Moreover, social media has become an important force to promote food innovation and educate consumers. According to the survey of yingminte, 56% of Chinese consumers have purchased new food and beverage products found on social media, 54% of Chinese consumers obtain information about snack products from social media platforms, and 35% of Chinese consumers pay attention to many food bloggers and KOL on different platforms.
Social media is an important force in promoting food and beverage innovation and educating consumers
1. Now: enhance consumer stickiness with sharable factors
Accordingly, according to the analysis of inminster, food and beverage products need to adapt to establish communication with consumers on social media and enhance consumer stickiness with sharable factors.
Xi tea once released the annual color card and attached the color code to the product. Rich and diverse colors can attract people’s attention. The form of color card itself is also a communication point that can be shared.
Happy tea 2020 annual color card picture source: Happy tea official wechat
2. Now: spread the fun of DIY food and drinks on social media
IMT also analyzed that product forms that can mobilize more senses and more sense of participation are more likely to trigger communication. Consumers enjoy sharing DIY food and drinks on social media. Coffee liquid products that can mix all kinds of fancy drinks are becoming more and more popular in the domestic market.
Yutian kawawa coffee photo source: Yutian kawawa coffee
On different social media platforms, we can see that users spontaneously share DIY’s fancy blending formula. Coffee liquid and black tea, milk, soybean milk and other different substrates match different beverage schemes.
3. Recent: encourage consumers to play with food / beverage products and realize product interaction
Marusan, a Japanese soybean milk brand, has specially designed a website for product playing, which provides a variety of ways to open soybean milk products – making soybean milk ice cream, bean milk popsicle and bean milk flavored snacks.
Marusan interactive website} image source: Marusan
When you click on one of the products, the page will show the specific production method. This interactive form enhances the consumers’ sense of experience.
4. Recent: encourage consumers to be creative and interact with food and beverage
Yingminte suggested that food and beverage brands can provide recipes to consumers, encourage consumers to be creative and unlock new flavors and different taste combinations. Suntory of Japan shared the collocation of many products and other brand products, and invited consumers to participate in the experiment.
Provide mixing formula} picture source: twitter@SUNTORY
The popular “convenience store blending” last summer is also a way for consumers to give full play to their creativity and unlock different wine collocations.
Convenience store bartender} picture source: screenshot of xiaohongshu
5. Future: seize the opportunity to make daily life more interesting
We also see a very interesting case. Barilla, a spaghetti brand, combines music and spaghetti into consumers’ life scenes to increase interesting experience. It launched a song list on the music app spotify. The playing time of this song is the same as that of cooking spaghetti. Consumers can enjoy music while cooking spaghetti.
Cooking spaghetti while listening to music source: spotify
Small ingenuity in technology and product packaging has jointly increased the interactive experience of consumers.
6. Future: multi sensory products and game elements can make food more interesting
Inminster also predicts that in the next five years, consumers need to balance online and offline life, so some consumers will slow down their pace of life to pursue spiritual enjoyment and pleasure. Consumers will also seek sensory experiences that cannot be achieved in the digital field, such as taste, smell and touch. 26% of Chinese adults have said that aroma is an important factor when buying freshly brewed coffee. Immersive eating experience with multi sensory participation will be difficult for online digital experience to provide.
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Trend 3: flexible space
Yingminte said that the inspiration for proposing “flexible space” came from a change during the epidemic – the living room became a gym, the bar became a place for vaccination, and the e-commerce platform established a VR panoramic exhibition hall. People have developed more functions of home space, and food and beverage products that adapt to the new lifestyle of consumers have emerged at the historic moment.
According to “flexible space” in “2022 global consumer trends” of IMT, brands can create multi-functional and meaningful spaces offline or online, provide places for consumers to communicate, shop and eat, and help consumers build platforms that can kill time, express themselves and make new friends.
1. Now: Food and beverage products are re used for household consumption
The family scene is becoming a space with more diverse functions, and the consumer demand under the family scene is becoming richer. Convenience foods suitable for lazy people are popular. For example, the fast food products launched by Japanese food brand myojo can be eaten directly after heating. Consumers do not need to use kitchenware, which also reduces the trouble of washing dishes.
Myojo products} photo source: myojo
And there are many ways to eat foods, such as frito lay corn flakes with pepper and salt. It can be eaten directly, dipped, or mixed with salad and corn.
Fritolay cornflakes} image source: fritolay
Once the bottle cap of Asahi is fully opened, it can experience rich bubbles in a bar.
Asahi full mouth beer source: Asahi
2. Recent: get creative ideas in physical and digital space and establish multi-functional space for consumers
Inminster believes that the main function of retail places can not be limited to selling products. For example, cafes can be used to negotiate business cooperation, while supermarkets can hold birthday parties. Enterprises can also expand the scope of services by providing takeout services. Offline physical stores will become a place for consumers to experience brand culture and products, and promote deeper ties between consumers and brands.
Melanie zanoza bartelme, deputy director of food and beverage of immente, mentioned “We know that consumers are looking to build deeper connections with others based on their hobbies – from sports to games to a common love for a food or beverage brand. Major brands are beginning to provide platforms for these like-minded people to meet online and in real life, and make these interests their core identity.”
Tims coffee Theme Store effect picture source: Tims coffee WeChat official account
In 2020, Tencent has set up a group photo competition with the real brand of hot5 and hot5 in Shanghai, and set up a real competition between hot5 and hot5.
3. The future: food that brings digital life into the real world
Inminster predicts that in the future, food and beverage products can take advantage of the booming video game business to promote product innovation and marketing activities. According to statistics, 43% of Chinese consumers are interested in buying food and drinks co branded with video games.
At present, there have been some similar attempts around the world. For example, slim Kamaboko is inspired by a game called Dragon Quest.
Slim Kamaboko photo source: dragonquest
The Thai yogurt brand Dutch mill yogurt implanted itself into the game. In a survival shooting game, the name of the medical bag is “Dutch mill”.
Dutch mill yogurt implanted in the game
4. Future: prepare for brand exposure in the virtual digital world
As technology becomes more and more advanced, the analog world and the digital world will coexist more seamlessly. People will be able to easily switch in every field and create new possibilities for brand and personal expression in the real world and online world.
Imminster trend predicts that virtual reality (VR) and augmented reality (AR) will be more widely used in the food, beverage and catering industries. Technology can help consumers learn new cooking techniques in a virtual way, explore food farming on farms, or have dinner with friends and family without leaving home.
Coca Cola launched the creative platform “Le Chuang boundless” for the first time. Photo source: Coca Cola
Coca Cola held an AR “Coca Cola concert” not long ago. It is also launching a creative platform “Le Chuang boundless” around the world. It is reported that the platform will release limited products, create an immersive interactive experience, and output cultural creativity in line with the younger generation. [4]
04. Conclusion
The three major global food and beverage trends in 2022 released by inminster are summarized in the following three aspects:
First, be in control: brands need to be honest and responsible for their commitments to the earth and mankind, and maintain open, transparent and continuous communication with consumers.
Second, comfort: consumers are looking for pleasant products that can enhance taste, color, texture, aroma and interactivity. Brands can also explore how to add interesting elements to the “real” and virtual worlds.
Third, flexible space: the brand can build an inclusive and flexible space to provide consumers with a platform to kill time, express themselves and make new friends to connect brand fans and attract minority groups.
In recent years, we have indeed observed the sweeping trend of health in food; Brands have increased investment in environmental protection and corporate social responsibility; Richer and diversified product forms and more novel experiences; There is also the blending of online and offline space and the expansion of scene functions.
What do you think are the development trends of the food industry? Please leave a message and tell us.
Reference source:
[1] The launch | won the angel round financing of millions of yuan. The fruit and vegetable fiber clear body brand 21beauty entered the market with “freeze-dried instant fruit and vegetable salad”. On October 21, 2021, fbif food and beverage innovation [2] Will the AI enlarged in the Winter Olympics restaurant become a divine assistant in the food industry?, February 6, 2022, fbif food and beverage innovation [3] The United States blew up! Coca Cola launched “space Coca Cola” and unveiled the global creative platform at the same time. On October 11, 2021, fbif food and beverage innovationTips:
*This article is the original debut of fbif. Read more: immint: the popular trend of the global packaging industry in 2019 and the future. Immint: Chinese men are very fond of bathing or seek to release themselves due to too much pressure. Immint: survey on Chinese milk drinking habits. Nearly half of urban people are willing to pay for fresh quality. Immint: 2021 nutrition Future report on hygiene and healthy diet (attached with download) Mintel: 2018 Asia Pacific beauty and personal care products trend overview (attached with download) yingminte: 2021 China skin care products trend (attached with download) yingminte: 2030 global beauty and personal care trend (attached with download) yingminte: 2018 Asia Pacific food and beverage industry trend overview (attached with download) Inminster: overview of China’s healthy life trend (with download) inminster: the survey shows that 76% of China’s urban consumers usually exercise and fitness innovation in the crisis: the recovery of China’s beauty industry (with download) inminster: 2019 world food and beverage trend, Healthy aging is unstoppable. Yingminte: predict the future of China’s cultural and creative industry. Yingminte: men become the largest potential consumer of skin care products in the future. Yingminte: 45% of Chinese consumers prefer to watch videos to learn about the listing of new luxury products
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